Procter & Gamble is facing a class-action lawsuit in Israel regarding the labelling of its Oral B and Pro Expert mouthwashes, with the filing seeking the equivalent to $8.3 million, according to hamodia.com.
According to the lawsuit, represented by Israeli Yossi Beitner, the mouthwash labelling encourages consumers to use more mouthwash than required, therefore prompting higher repeat purchase.
The lawsuit was approved for class-action status by the Tel Aviv District Court, with the lawsuit claiming that the Hebrew-language instructions state the Oral B product should be used twice a day with gargling for 30 seconds a time, differing to the original English-language instructions that state the product should be used once a day with gargling for 60 seconds.
P&G Israel representatives have responded stating that according to studies the mouthwashes are more effective when used according to the Hebrew-language instructions. However, this was dismissed by the court as insufficient, as it failed to inform consumers of both options.
The case was approved for adjudication as well as class-action status due to the amount of consumers it may have affected.
P&G is said to be following ‘proper legal procedure’ prior to presenting its case in court.